Transcript

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>> It's the first major European auto gathering of the year. And the Geneva Motor Show is a sea of hotly anticipated new cars. But while the number of auto models is on the rise, another type is in decline. Just a few years ago, when you'd look back over the Geneva Car Show from here, you'd have seen a sea of scantily dressed models.

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They'd frequently be draped over cars as a symbol of an industry that used women to make sales. But now, the car industry itself also seems to be taking heed of the global #metoo movement, now opting for product experts instead, both male and female.>> Rest assured that we never tackled this issue in a way of that we are interested in optics or sex only or whatever.

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Never ever. I'm interested in competence. And we have here on the ground perfectly trained staff which is able to talk to our very discerning customers on eye to eye level.>> I have to say that on our stand the jewels are the car.>> Some think the industry hasn't gone far enough.

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Formula 1 recently dropped its grid girls completely. But the car industry is clearly having to look in the mirror, with bosses admitting the percentage of women in executive positions needs to increase.>> We are a very old industry. We've been operating for over 100 years. And we know change is happening.

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And therefore, gender equality for us is very important.>> But it's not just a showroom floor where women are underrepresented, as a look in the media center illustrates. Most of the hundreds of auto journalists covering the event are also male.